How ASUS brought a dream-like experience to its users and resellers

However simple it may sound, the story begins way back in 1989, in a coffee shop in Taipei. A group of ambitious engineers were having a conversation, where an idea of creating a “small and beautiful company” was brought forward. That company is ASUS – one of the technological giants over the world nowadays.

For over 30 years, ASUS has always maintained a leading brand for gaming and consumer notebooks. It was recognized as the Most Socially Responsible Company in Asia in 2020, marking the first time that a company from Taiwan has been awarded this distinction. As of January 2021, this firm is the world’s 5th-largest PC vendor by unit sales. And it’s safe to say that this notable success is significantly attributed to Magento’s B2B and B2C eCommerce. This platform facilitated ASUS’s building great experience for its customers and sellers, and helped to boost its revenue as well. 

Building an ideal eCommerce website for everyone

At that time, ASUS’ regional business in Singapore depended virtually on their network of resellers. The firm wanted to develop a more smooth and precise process to track product purchases and distribution since their tracking inventory through traditional channels was laborious and ineffective. To do this, ASUS sought to improve communications between its local office and resellers. Moreover, it also found ways to strengthen branding along with its customers’ journey. ASUS’s website was the best source of information for its products but didn’t allow online ordering. 

The firm built up a strategy to improve the situation. The strategy was not only delivering eCommerce to clients but integrating offline-to-online (O2O) business activities. ASUS understood that introducing eCommerce to their website would encourage resellers to commit and bring about dream-like experiences for their gaming community. In that case, ASUS needed a single platform that would stimulate its B2C and B2B growth and Magento Commerce was its choice. Owned by Adobe, Magento is a highly customizable platform where merchants work with powerful content management and analytics. It has been trusted by many firms in various areas. Expandability, a wide and deep partner network, and a leading vision to address the exceptional needs of sellers are all merits of Magento. That’s why ASUS had full confidence in this eCommerce platform at that time.

Its customers’ dream was materialized

ASUS understood that simply selling completed computer products was not enough. Therefore, they offered their customers the ability and flexibility to build their own computer performance, using individual components. Specifically, an online tool for the new website was developed by SmartOSC. This is where customers use those individual components to build their computer, place the order, and the final product will be delivered to their door. The Republic of Gamers (ROG), ASUS’ line of gaming laptops and desktops has brought this to practice and succeeded in creating unbelievably amazing experiences for their users. With this customization, their systems can exceed the expectations of modern gamers while still ensuring their computers run smoothly. It was something incredible and unprecedented all over Singapore. 

To do this, SmartOSC integrated Magento Commerce 2 with ASUS’ customer relationship management (CRM) and order management system, in order to sync customer information with order and shipping status. This allows service and retail teams to get detailed information on the customer orders for a seamless experience.

For ASUS, introducing B2B eCommerce to their business activities has opened a door to simplifying revenue distribution to resellers. To start with, they developed a partner program which automatically makes payments accepted through the new website based on reseller product allocations. This was enabled by the integration of the resellers’ and distributors’ enterprise resource planning (ERP) system to Magento Commerce. The process was also facilitated by the PayPal Parallel Checkout extension.

ASUS’s enterprise team offers support via telephone or email through the site, with a view to boosting the commercial market. Companies that are interested in using ASUS products can also ‘partner’ with the company for exclusive industry discounts and unique selling terms reserved for B2B and B2B2C transactions. 

At the same time, B2C will be a key factor in contributing to ASUS’ sustainable growth in Singapore. Furthermore, an employee purchase plan which offered promotions was also established. This program encourages local businesses to furnish themselves with ASUS products while providing broader access to discounts. This brilliant approach will provide ASUS the perfect opportunity to expand their operations in the Singapore region.

A dramatic rise in sales

Since its launch on Magento Commerce 2 in June 2019, ASUS witnessed a 56% increase in PCs and Mobile revenue backed by a 59% growth in PCs and Mobile transactions, compared to the previous year. Simpler Reseller revenue distribution means that the brand’s ability to track inventory has been improved and accounting resources significantly minimized significantly. At the same time, the relationship between the resellers and the Singapore office has also been tightened.